Why Add Facebook In-Stream To Your Marketing Mix?

In-Stream ads are served to audiences at three key locations where video content is consumed on Facebook. Again, the ads can appear before, during, and after ... WhyAddFacebookIn-StreamToYourMarketingMix? by AnaMariaMoniz Withawhopping1.25billionpeopleviewingitsdiverse,growinglibraryofcontenteverymonth,FacebookWatchhasrapidlyevolvedintoaleading,dedicatedvideodestination.  Thisgrowthhasbeenfueledbyamassiveglobaldemandforinstant,personalizedvideocontentthatisavailabletowatchacrossarangeofdifferentdevices.Ofcourse,mobile-viewingplaysamassiverolehere,withmanyturningtotheirmobiledevicesastheirprimarymethodofconsumingvideocontent.  Thesetrendshaveusheredinavideoadvertisinglandscapethatisafarcryfromthetimeswhentelevisionoccupiedtheonlyseatatthetable.Audiencesarenowfragmented.ManyareunreachablebythetraditionalTVC,whichhasresultedinadbudgetsbeingredistributedinordertoachievebrandmarketingobjectivesinthemostefficientmannerpossible.  WithWatchstakingitsclaimasoneofthekeyvideoplatformsinthisnewlandscape,Facebook’sIn-Streamvideoadsolutionshavebecomeakeycommunicationchannel,enablingbrandstoachievethesetop-of-funnelKPIs.     IntroducingFacebookIn-StreamVideoAds FacebookIn-Streamvideoadsareembeddedwithinapprovedpublisherandcreatorvideocontent.Theycanappearduringthepre-roll,mid-roll,orpost-roll—however,themajorityofadinventoryiscurrentlyallocatedformid-rollads.  DurationsforIn-Streamadsarehighlyflexible.15-secondsisrecommendedasanoptimaltarget,especiallyforthenon-skippableadsthatrepresentmostofinventory.Skippablesadsareavailableinalimitedcapacity,andcanbeusedforlonger-formvideowithdurationsupto10-minutes. Keyspecifications:  Recommendedratio:16:9 Filetype:MP4,MOV,GIF Videosound:Optionalbutstronglyrecommended(sound-onenvironment) Resolution:atleast1080x1080(usehighestpossibleresolution)       WheredoIn-Streamadsappear? In-StreamadsareservedtoaudiencesatthreekeylocationswherevideocontentisconsumedonFacebook.Again,theadscanappearbefore,during,andaftervideocontentuploadedbyapprovedpublishers.      TheBenefitsOfFacebookIn-Stream NowthatyouhaveanoverviewoftheIn-Streamformat,let’sexplorethebenefitsthatmakethisplacementago-toforachievingstrongbrandoutcomesondigital.    1.BrandSafety Amajorconcernforsomeadvertiserswhenconductingbrandmarketingviaonlinechannelsisensuringthesuitabilityoftheenvironmentinwhichadswillbeplaced.Brandimagecanbecometaintedifyouradsendupbeingplacednextto,orwithincontentthatisnotconsistentwithyourbrand’svaluesandidentity.  Inordertogiveadvertiserspeaceofmind,FacebookhascreatedasetofBrandSafetyControlsforIn-Streamadvertising.Theseadvertiserfunctionshelptogivebrandstheabilitytocontrolthetypeofcontentthattheiradsrunwithinthroughtheuseofblocklists,topicexclusions,andtransparentdeliveryreports.  Allpublishercontentalsomustpassstrictcommunitystandards,andadditionally,anypublisherwishingtomonetizetheirvideocontentbyrunningIn-StreamadsalsohastoalsocomplywithFacebook’spartnermonetizationpolicy.   2.Meaningfulbrandstorytelling AkeypartofwhatmakesIn-Streamapowerfulbrandbuildingmethodistheabilitytopersonalizeyouradstowardstheviewer.RatherthanrunningagenericTVCthatcoversallbases,In-Streamcallsforcreativethatreflectsyourcustomaudience’sdemographicsandinterests.Thisinturnhelpsyoutodrivehigherengagementduetotheadshavingahigherlevelofrelevance.    Ifyouhaveanumberofdefinedaudiencesegments,youcanutilizedifferentadconceptsthatspeaktotheirspecificneedsandinterests.Alternatively,ifyouaredialinginononepersonaforyourcampaign,youcanoptimizeyourcreativethroughatest,learn,adaptapproachwhichcanhelpyoutodetermine,andsubsequentlyfocusuponthecreativetreatmentsthatresonatebestwithyouraudience.    3.Garnergreaterimpressions DuetothefactthatmostoftheIn-Streaminventoryisnon-skippable,andembedded“mid-roll”withincontentthatisrelevanttoyourproductorservice,youareabletogarnerahighamountofcompletedviews—mostofwhichoccurwithsound-enabled.Thisgivesyouanopportunitytospendmoretimewithyouraudienceanddeliveraricherbrandmessage. ThisabilitytogarnerstrongerimpressionsmakesIn-Streamapowerfultoolforachievingbrand-focusedobjectives,andsetsitapartfromotherplacementswhereview-timetendstoexperienceasharpdrop-off. In-Streamsolutionstosuityourbrand Ifyou’rerunningfull-funnelcampaignsacrossFacebook’sfamilyofappsoracrossdigitalingeneral,In-Streamisaperfectadditionthatwillhelpyoutobolsteryourbrandbuildingeffortsandachieveyourtop-of-funnelobjectivesbyreachingavast,tuned-inaudience.BypairingIn-StreamwithFacebook’sotheradplacements,youareabletooptimizeyourfunnel,andmaximizeefficiency.  Alternatively,In-StreamcanbeusedasstandalonecampaignsontopofexistingbusinessasusualFacebookcampaigns,focusingonbrandstorytellingefforts.Ifyoudotakethisroute,itisstronglyrecommendedtodevelopanumberofcreativevariationsfortestingpurposes,allowingyoutogarneranunderstandingofwhattypeofmessagingisresonatingwithyouraudience.  Thereisalsotheabilitytouseareachandfrequencytoolinordertoguaranteeyourreachforafixedprice.TVadvertisersintheU.SandIndiacanalsotakeadvantageofanewwhite-gloveservicethatincludespersonallycuratedpremiuminventoryandfixedpricing.   Summary AdvertisersshouldfollowthemillionsofeyesthatarebeingdivertedawayfromtraditionalTVinfavourofdigitalalternativessuchasFacebookWatch.Brand-focused,videoadvertisingneedstoadaptinordertocommunicatewiththeseaudiencesbyadoptingformatssuchasFacebookIn-Stream.  ByaddingIn-Streamtoyourmarketingmix,youarenotonlyabletoreachawide,andgrowingaudience,youarealsoabletobetterconnectwiththemonamorepersonallevelbyservingrelevantadsinlinewiththeirinterests.  Sharethis      RelatedContent BlogArticle BuildingBrandWithIn-StreamFacebookVideoAds FacebookIn-Streamads—beingplacedwithinavideoenvironment—provideyouwithanopportunitytobuildyourbrandbyspendingmoretimewithyouraudience. ReadMore> Webinar Facebook&Shuttlerock:Full-FunnelCreativeSolutionsforCPG DiscoverhowCPGbrandscanwinin2021bymatchingFacebook’sfull-funneladvertisingsolutions-frombrandbuildingtodrivingpurchase-withhigh-quality,fit-for-purposevideocreative.   ReadMore> STARTCREATINGBEAUTIFULVIDEOADSTODAY GetStarted> Let'stalk>